David Meerman Scott, a well-known marketing strategist, coined the term "newsjacking," which he describes as "the process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business." The concept makes sense, and we all know that a great way to gain relevance online is by leveraging hot topics and news items that are beginning to trend-but it's a competitive, and fast-moving, field. How do content marketers stay on top of the relevant trends and news in their industries to ensure they're curating and communicating fresh, engaging content?

National Express Selects Percussion's Rhythmyx 5.5

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National Express, a scheduled coach service provider in the UK, has selected Percussion Software's enterprise content management (ECM) solution, Rhythmyx 5.5, for the launch of its redesigned Web site. Rhythmyx is intended to allow National Express to transfer content ownership to business users so that it can carry out changes quickly and easily to reduce reliance upon the IT department, centralize the management of digital assets, and keep travel information up-to-date through integration with the online booking system.

National Express is a division of National Express plc, which includes Midland Mainline, Silverlink, Gatwick Express, Stanstead Express, and other transport businesses in the UK and overseas. The company travels to destinations in the UK and in Europe, under the Eurolines brand. The drive behind the Web site initiative was a focus on the customer and a desire to make the Web site the number one sales channel. The overhaul of the company's Web site follows a new company focus on improving the customer experience at every touch point. It was noted that the online booking process for customers was too long and that Web links were often broken or incorrect. (www.percussion.com)